Step 5 — Determine Your Marketing Medium(s)
Remember, when I said that it’s critical to choose a niche that you can easily contact? When you go to choose your marketing medium(s) you’ll understand why that was sound advice.
Your marketing medium is the communication vehicle you use to deliver your marketing message. It’s important to choose a marketing medium that gives you the highest return on your marketing dollar (ROMD). This means that you want to choose the medium that delivers your marketing message to the most niche prospects at the lowest possible cost.
The following is a smattering of tools you have at your disposal to get your message out:
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- Newspaper ads
- Posters
- Contests
- Card decks
- Seminars
- Television ads
- Signs
- Sweepstakes
- Door-to-door
- Teleclasses
- Radio ads
- Banners
- Trade shows
- Yellow Pages
- Articles
- Classified ads
- Newsletter
- Charity events
- Networking
- Infomercials
- Billboards
- Take-one box
- Telemarketing
- Magazine ads
- Special events
- Sales letters
- Flyers
- Movie ads
- Ezine ads
- Postcards
- Door hangers
- Agents
- Media releases
- Fax broadcasts
- Brochures
- Gift certificates
- Word-of-mouth
- Website
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- Sign picketing
- Business cards
- Catalogs
- Air Blimps
- Public speaking
- Window display
The trick is to match your message to your market using the right medium. It would do you no good to advertise your retirement community using a fast paced, loud radio spot on a hip-hop radio station. This is a complete mismatch of the market, message, and medium.
Success will come when there is a good match of these three elements.
